Draftfcb Ulka creates new campaign for Indigo eCS

10 Jul,2013

In keeping with the marketing objectives of the Indigo eCS, Draftfcb Ulka has created an advertising approach where the new product features are aptly highlighted in light of the ‘new attitude’ of the Indigo eCS. The 30-second TV commercial features a first-of-its-kind ‘car flash mob’.  A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park.


On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The task was to give the car not just a new positioning, but also a new personality. So while the commercial is designed to showcase the car and all its updated features, it’s also designed to engage with a new generation of potential customers.”


Mr. Virat Khullar, Category Head – Sedans said, “Indigo eCS comes as a refreshing option for the young ambitious professional who seeks an aspirational offering. The car redefines the category with over a dozen first in class attributes.”


Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of the new Indigo eCS at various touch points.



Client: Tata Motors

Agency: Draftfcb Ulka

National Creative Director: KS Chakravarthy (Chax)

Group Creative Director: Kartik Smetacek

Creative Director: Devendra Mankame

Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Vishal Rajpurkar

Client Servicing: Kailash Kondath, Sneha Shenoy, Ekta Verma

Planning: Sunil Shetty, Mayur Kaku

Films: Alpa Jobalia, Stanley Christian

Production house: Cutting Edge Pictures

Director: Andrew Hardaway


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